Ing. Bc. Jiří Jemelka (J.I.P. pro firmy s.r.o.)
Okénko pro podnikatele  |  March 11, 2013 15:02:26, updated

Which company survives (just) the economic crisis? Or the difference between passive and active trade.


As they move through the "Czech entrepreneurial waters" and going through more and more businesses to help them through revitalization, marketing and management business, so more and more can not keep wondering. Then I hear, "Mr. Jemelka, drop us sales. Up until the crisis began, we were busy, demand, respectively. orders went alone ... but the last three years it's getting worse. Sales go down, and we do not know what to do. "Elsewhere I hear," What do we do with ours traders at all they fail, there is a crisis, all our traders complain that we are dear ... not sold."In both cases, not enough really surprised when, after a cursory analysis, I find that whether the first type or the second type of" sighs "have a common basis: incredibly passive trade.

Daily we are in business with a stark question. How do I find a customer? Who to approach? Who sell? Who sell, survive. Inexorable law of business. However, when the focus closer to why companies sell a particular type, it is not surprising that their sales results are so pitiful. My view is that trade, it must be "frkot".Marketers must turn as "the dome", Sales and Marketing section must be one hand together and must not only implement business and marketing projects, but must still go on and on (to infinity) except existing, and seek new ways (sales channels) how to reach, attract, persuade the customer. The question is, how many businesses, respectively. managers, leaders (or entrepreneurs themselves in smaller companies) are really active or fully dedicated to the scientific trade. What is active or if the scientific business? It's business, which is constantly in short form intensively on the development and possibilities of ... Example. We have a sales team (no matter if 1 or 12-membered). What's new in the last week of every businessman learned the business meeting? When the dealer fails today at the meeting, except that failure blamed on high price and inability to compete, they ask eachone trader company in question, what is the next meeting to do differently? If there is no element of self-reflection, how can I expect that in two weeks, a month, etc., when a trader gets into a similar situation with another client, will be able to respond effectively and persuasively? And the ability to convince them in the finals of the main and most important, why trader sells. Proof? Look around. Many retailers and companies sell, though they cost more or equally expensive products or services (in their comparable quality). Firms generally very little development work with merchants. Buck passing still do so up to one thing: send 1x per year for training traders! Great! I mean, of course, ironic.Why? Because aside from the fact that only persistent effort is important (which is a perennial intensive effort to improve, if naženu poisoned traders 1x per year for 2-3 day seminar?), Then I can not ignore the fact that a person learns knowledge in seminars . Mere knowledge (or the knowledge), but acquired (or the ability to do something). It is also a known fact that a person remembers more the impression that he had an encounter with you than what you have talked about. The trader may therefore come from the training enthusiastic, if it was there "charismatic" teacher, but it is almost definite effect educational events. We have to realize one thing: success remembering (I emphasize only knowledge that does not guarantee anything ...) information from the seminars has long been at the level of approx. 10% of the volume. heard or otherwise communicated.Or do you really think that your merchants will be in the evenings to read the script, which received there? If they were so proactive, it would long ago have certainly bought themselves some prince on the sale and trade, and studied by his "discipline". Thus, the effectiveness of training 1x per year zero point zero zero zero. The second thing is that due to the ESF and various "questionable" trainers, tutors, etc. Freelance quality seminars and trainings (at least in the case of business skills) is somewhere where we would be all about very little desire. On this subject but I wrote in another post and I would not be repeated.

 

Consider another example: Retailers have a week of misery 3-5 meetings, and a lot of arguments as to why it is not more meetings. Another example: the company takes a trader to its center, but which actually does not help in any way at all to succeed. However, given the information, training on products themselves must be able to enforce. Another example: an incompetent boss business business checks, but it does not give them anything in the sense that from him ever taught. "My boss does not give me anything, actually the boss feel" terrible sentence, and I heard it only from dealers times. The boss just check "point" - the number of calls, number of meetings, etc.Another example: the trader is so overwhelmed with administrative work (on the grounds that the company had no one else can do, and the new administration to humans is not money) that the work purely merchant really does not have time. I could go on for a long time. All these examples have one thing in common - their result (effect?) Is that the company is suffering from a very, very passive trade. Underdevelopment merchant (read systematically untrained), poorly managed and not informed trader, buck-passing merchant, trader incompetent boss commerce, administration overloaded trader - all indications are clear: THIS DEALER HAS A CHANCE TO SELL TO SUCCEED!! And in the end means that the company - with such traders situations that I mentioned above - no chance to survive! Perhaps even coasting effect references from "fat" days when it was enoughdo a good job (deliver the perfect product or service), and the trade went through references itself. These times have definitely missed. With the advent of the global crisis would come as a huge wave that all "cleared". Companies that can not do business, who can not sell that have no active business, it's cruel, but it's true, they have no chance to survive. They're like "dinosaurs," says one colleague. These companies, people, traders in them, they were not able to adapt to new conditions, which clearly say: learn to do active business, otherwise survive. Standing on the spot - and all the examples above are exactly about that - nowhere else, than the misery at worst to extinction.

In contrast, there are companies where the business (and not only on him but also on marketing and indeed in all areas of operation) is actively working. With dealers in the form of weekly meetings discussing the meeting took place, there is a continuous and systematic process of training on a regular basis, coaching traders in the field, the development of both the traders and their managers, sifting active traders who "want" from those who "do not want" and just looking for excuses traders are actually trained and guided by, controlling, not "thrown into the water," are set limits for the number of meetings and other activities during the week, the maximum rate of administration is moving to other people in the company, a trader could really "pure trade "and"Fly" after the customers, etc. Do you really think that this approach, during the year, two, five, bring the difference in the results of the company? Please do not be naive!

 

Let me in this sense, one more note on marketing, since it applies perhaps even more 3x's what I'm talking about in the case of trade / traders.Particularly in small and medium-sized companies is marketing incredibly (and I'm not afraid to say it) degenerate field, which is limited only to the issue of catalogs, flyers, or on illegally-sent spam mails. But make no mistake. This is not marketing. Or yes, but only passive, non-committal. Real marketing is another great "frkot". Still communicate with customers and want feedback, what were satisfied with what not, what would you want next, what to avoid company. Merchants marketing constantly wants new market information. What are the pluses and minuses in terms of competition, in relation to their own businesses, traders met (and not only traders, but not every company employee). I find this to max weekly basis and honestly have denoted.Still as a marketing worker looking for new ways to reach customers, helping to sell more and more merchants. This area is amazing - and never-ending - scientific work. The continuous process of testing, evaluation, testing. Just a tiny example: with the client we mailed one leaflet, which had three versions. The difference in these three versions, only one - in every version has a different title leaflet. One version of the leaflets was 10 times more successful as the response is concerned, than the other. One tiny example of what I mean when I say that it should be tested. Or else! Just ask yourself what you have done in the last month for it to increase the number of visitors to your website by 5%. Nothing! Welcome to the world of passive marketing.

 

I could go on and on, but I would not end up in your mind that you will say: "The very negation Jemelka sir." No negation, friend. Mere facts and experiences from real practice. And she says that the state of active trading and active marketing is in our Czech (small and medium) firms deplorable. And I'm sorry. It bothers me. It stirs me to the next activity. Indeed, in many cases a short work with clients literally came flying start up in sales.Enough, in quotation marks "enough" untie literally dynamite potential active sales and marketing, and sales shot up. The company did not do anything differently. Changed products. Neobměnila staff. Not change the owner or manager. Only began actively traded and actively seized of Marketing. This is something that is quite obvious successful companies. Let's commonplace for the majority of Czech small and medium enterprises! Yes, companies around us will continue to suffer and perhaps even fail. Yes, the crisis may be very hard to push the market and the company's ability to survive. Let us learn to not do active business and active marketing! And our business in the most destitute or may not be failing! Nežehrejme the time of the crisis, the competition!! If someone žehrejme the fact that we are not willing to learn, adapt, modify, be active, look for ways "how".Shift into higher gear in our trading and marketing! I'm not complaining at all about when the biggest business problem is in us. It will mean the requirement of continuous learning, raking is for ideas, new ideas and information. It will require interest and energy (it is not by chance that, with what business you started? Interest and energy?) Will mean "frkot" commitment and "taste" something to do with the current status-quo. Yes, the active business and active marketing hurts. However, what hurts, it is growing - this applies not just in sports. Active trade or marketing, this is something completely different than passive and passive business marketing - for which there are so many companies accustomed. Therefore vegetate and going bankrupt. You do not have to be among živořícími or failing enterprises. Start by doing active business and active marketing!!

Ing. Bc. Jiří Jemelka Tento příspěvek poskytuje marketingový specialista, odborník na růst a rozvoj firem, podnikatel, školitel, lektor a kouč v oblastech management, prodej, marketing a finance – Ing. Bc. Jiří Jemelka, zakladatel společnosti J.I.P. pro firmy s.r.o. zaměřené na zvyšování produktivity v obchodních i výrobních firmách (www.jip-pf.cz), provozovatel specializovaného webu www.restrukturalizace.cz a marketingového poradenství na www.btci.cz. Vystudoval VŠB-TU Ostrava, obor Management a Ekonomika, dálkově studoval na Impac University, USA, Florida 2005, studijní obor: Operations Organization.

10 let se Jiří Jemelka věnuje podnikovému a marketingovému poradenství, rozvoji, revitalizaci a restrukturalizaci firem, a vzdělávání podnikatelů, manažerů, marketingových pracovníků a obchodníků. V roce 2011 byla úspěšnost projektů na úrovni 80%. Na tomto místě je Vám k dispozici se svými názory, které souvisí s podnikáním, managementem, marketingem a prodejem. Pokud řešíte složité otázky v oblasti provozu Vašeho podniku, personalistiky, financí, marketingové strategie či výkonnosti prodejního týmu a zajímal by Vás názor experta na podnikatelské, manažerské a marketingové poradenství, zvyšování tržeb a čistého zisku, neváhejte se na nás obrátit s Vaší otázkou a zjistíte, že na oplátku získáte informace, které jsou o reálném světě, rychlé aplikaci, stimulaci k výkonům, výsledkově zaměřené, nikoliv teoretické a hlavně – ziskotvorné. Pište na email: jiri.jemelka@jip-pf.cz, volejte na: 603995052.

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